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Tuvalu Agritourism Policy Setting Workshop 2018 -Tourism Opportunities for Development in Tuvalu

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Policy Setting for Improved Linkages Between Agriculture, Trade and Tourism: Strengthening the Local Agrifood sector and Promoting Healthy Food in Agritourism
Workshop organised by the Government of Tuvalu
In collaboration with and Pacific Community, CTA, PIPSO and SPTO.
Funafuti, Tuvalu, 7 & 10 September 2018

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Tuvalu Agritourism Policy Setting Workshop 2018 -Tourism Opportunities for Development in Tuvalu

  1. 1. Alisi Lutu Manager Marketing AGRI-TOURISM POLICY SETTING WORKSHOP FOR TUVALU 7 & 10 September 2018, Funafuti, Tuvalu Tourism Trends in the Pacific and Tuvalu Opportunities and Development
  2. 2. ” WELCOME Our islands are yours to travel, enjoy and respect! “
  3. 3.  Our greatest assets in the Pacific are: OUR LAND, OCEANS, PEOPLE and CULTURE #BluePacific identity  We lose these key assets, we do not have TOURISM  Our diverse Culture differentiates us from the rest of the world.  Our Positioning: We are the craftspeople of the world’s most soulful destination
  4. 4. PRESENTATION OUTLINE  B r ief o n S o u t h Pa c ifi c To u ri sm O rgan i sati on  To u r ism Tren ds a n d Pe r forman ce(Paci fic < > Tu val u )  Ke y To u r ism C h allen ges & O p p or t un it ies ( Tu v al u )  D e v el opmen t a t re g ion al l e v el – C u l in ar y I n it iat ives  L e sson s L e arnt - Wa y F o r ward
  5. 5. ABOUT SPTO • Intergovernmental body for tourism marketing and development in the region. • Vision: “Inspire Sustainable Growth and Empower Pacific People” • Mandate: “Market and Develop Tourism in the South Pacific” • Partners/Strategic Alliances: • CROP, PIPSO, PT&I network, Cruise Lines International Association (CLIA) Sustainable Travel International (STI), National Tourism Offices, CTA, NGOs etc. • Only CROP agency with Private Sector Members • 17 PI governments + China (development partner) • Core areas of focus: Marketing, Research and Statistics and Sustainable Tourism Development
  6. 6. SPTO MEMBER COUNTRIES
  7. 7. GLOBAL TOURISM TRENDS and PERFORMANCE
  8. 8. Europe 671 Million (51%) Asia Pacific 324 Million (24%) Americas 207 Million (16%) Africa 62 Million (5%) Middle East 58 Million (4%) INTERNATIONAL TOURIST ARRIVALS 2017
  9. 9. TOURISM PERFORMANCE IN THE PACIFIC
  10. 10. THE PACIFIC - A SNAPSHOT Source: NTOs, NSOs & SPTO Notes:(F) Forecast -1 0 1 2 3 4 5 6 0 500000 1000000 1500000 2000000 2500000 2012 2013 2014 2015 2016 2017 2018F % TouristArrivals Arrivals Growth (%)  Pacific air arrivals have grown from 1.7 m (2012) to 2.1 mn (2017)  Est an extra million are cruise visitors to the Pacific  Approx. 0.17% destination share of Global arrivals (1.322 million visitors)  3.3% Av annual regional growth over last six years (2012-2017).  50.3% visitor traffic from Aust (29.4%) and NZ (20.9%)  49.7% from Other Markets – Europe, USA, Japan, China  By purpose of visit: 1. leisure dominates (Cooks, Fiji, Van) 2. Business (PNG etc) and 3. VFR (Samoa & Tonga)
  11. 11. Destination 2012 2013 2014 2015 2016 2017(p) Fiji 660590 657706 692630 754835 792320 842884 French Polynesia 168978 164393 180602 183831 192495 198956 PNG 167149 184321 191442 198685 197632 142943 Samoa 134687 124673 131719 136104 145176 155098 Cook Islands 122384 121158 121458 125132 146473 161362 Palau 118754 105066 140784 161931 138416 122726 New Caledonia 112204 107753 107187 114072 115676 120697 Vanuatu 108161 110109 108811 89952 95117 109063 Tonga 47457 48188 50436 53731 59130 62434 FSM 38263 42109 35440 30240 29485 30060 Timor Leste 34902 44146 48986 61037 71680 119432 Solomon Islands 23925 24431 20070 21623 23192 25700 American Samoa 22580 20846 21603 20335 20050 19987 Niue 5047 7047 7408 7707 8918 9805 Kiribati 4907 5868 5111 4353 5018 5663 Marshall Islands 4590 4342 4876 6311 5332 5202 Tuvalu 1019 1302 1416 2402 2465 2530 Nauru 3038 3002 Total 1,775,597 1,773,458 1,869,979 1,958,499 2,072,435 2,137,538 39.4% 47.2% 13.4% Source: NTOs, NSOs & SPTO. Data in red are SPTO estimates based on averages of the past four months. ANNUAL VISITOR ARRIVAL BY DESTINATION: 2012-2017
  12. 12. Major Source Markets, % share, 2017 America Samoa 0.9% Cook Islands 7.5% FSM 1.4% Fiji 39.4% French Polynesia 9.3% Kiribati 0.3% Marshall Islands 0.2% Nauru 0.1% New Caledonia 5.6% Niue 0.5% Palau 5.7% PNG 6.7% Samoa 7.3% Solomon Islands 1.2% Timo Leste 5.6% Tonga 2.9% Tuvalu 0.1% Vanuatu 5.1% PICs % Share, 2017 AUSTRALIA 29.5% NZ 20.8%USA 10%UK 1.5% EUROPE 8.9% CHINA 6.7% JAPAN 3.7% OTHER ASIA 8.9% PACIFIC ISLANDS 7.5% OTHER COUNTRIES 2.5% PICs & MAJOR SOURCE MARKETS % SHARE 2017
  13. 13. Visitor Arrivals to Tuvalu by Market: 2011 - 2017 -60.0 -40.0 -20.0 0.0 20.0 40.0 60.0 80.0 0 500 1000 1500 2000 2500 3000 2011 2012 2013 2014 2015 2016 2017 Grorowth(%Change) TouristArrivals Other Countries Pacific Islands Other Asia India Japan China Europe UK Canada USA New Zealand Australia Total Growth (%) Change  Arrivals increasing significantly over the last 5 years (2013 -2017)  Tourist arrivals rose to 2,466 in 2017 from 965 in 2013, @ average growth of 29.9%  Peaked growth of 65.5% achieved in 2015.  Post 2015, tourist arrivals growth slowed to 6.5% in 2016 and remained stable through to 2017  Key source markets over the past 5 years continue to be held by PICs (29.1%), Australia (15%), NZ (12.6%) and other Asia (10.7%)  Key drivers of growth over the past 5 years have been influenced by markets of China, PICs & Other Asia  2018 forecasts a total of 2,546 arrivals (3.2% growth) based on 2017 base year  2019 forecasts a total of 2,628 arrivals (assuming arrival growth remains at 3.2% )
  14. 14. GROUP EXERCISE: DESCRIBE SUSTAINABILITY IN ONE WORD 2.1 million 1 million
  15. 15. POSITIVE FORECAST FOR PICs (SPTO & WB) • Forecasted economic contribution is 4.9 US$ bn by 2019 (SPTO) • Double tourist arrivals by 2040 to 3 million (World Bank) • Annual growth rate of 3% per annum in tourist arrivals (World Bank) • Additional 127,600 jobs to the region by 2040 (World Bank)
  16. 16. KEY CHALLENGES FOR TUVALU
  17. 17. 1. Lack of awareness on destination Tuvalu (how to get here, where to stay, what to do, where to eat…) 2. Lack of awareness on Target source markets/ customers & global market trends 3. Maintaining an extraordinary overall tourist experience (food and culinary offering is a key component to this) 4. Unawareness or no clear definition of Tourism Assets, Products, Positioning 5. Products similar to other PI destinations – ‘differentiation’ – Don’t’ blend-IN with the crowd 6. Lack of specialized product development (niche products vs traditional leisure product): transition from mass tourism (-ve impacts) 7. No or lack of distribution channels/networks with specialist Buyers – retail/wholesale/ consumers 8. Accessibility and high cost of travel (Fiji Airways - monopoly airline) 9. Unreliable and expensive internet 10. Long distance from major source markets 11. Funding needs for proper product planning, development and marketing (sales & advertising) to compete in global tourism market
  18. 18. KEY OPPORTUNITIES FOR TUVALU
  19. 19. TRAVELERS’ VALUES ARE CHANGING • Booming economies of Asian countries- China outbound 700 mil in 2017 • Growing middle class with increased personal wealth and disposable income (India) • Aspirations and core values of travelers are changing – environmentally responsible, seeking culturally rich and off-the-beaten track experiences, desire to give back to communities. • Travelers want to immerse themselves in true authentic and unique experiences (Natural Beauty and Culture), with a “WOW” factor
  20. 20. Evolving Mindsets
  21. 21. The Rise of the enlightened traveler
  22. 22. Embrace Tuvalu’s Tourism Assets? An asset is something that you posess that is valuable. A tourism asset is a country, city, town or region that owns a feature such as the Great Pyramids that brings people and their money to their country.
  23. 23. 1. 9 coral islands 2. Remote, uncrowded and beautiful places (sun, sand, beach)
  24. 24. 3. People - friendly and peaceful
  25. 25. 4. Home to some of world’s untouched coral reefs and sea life 5. Unique coral atoll geography and ecology
  26. 26. 6. Vibrant and living culture
  27. 27. TOURISM PRODUCT/s Opportunities for Tuvalu A tourism product can be defined as the sum of the physical and psychological satisfaction it provides to tourists during their travelling route to the destination. The tourist product focuses on facilities and services designed to meet the needs of the tourist
  28. 28. 1. Water-based tourism - relates to any touristic activity undertaken in or in relation to water such as lakes, marine coastal zones, seas, rivers, oceans etc: DIVING, SNORKELING, YACHTING, CRUISING, FISHING…
  29. 29. 2. Culture Tourism – concerns a traveler's engagement with a country or region's culture, specifically the lifestyle of the people in those geographical areas, the history of those people, their art, architecture, religion(s), and other elements that helped shape their way of life.
  30. 30. 3. Heritage tourism: "traveling to experience the places, artifacts and activities that authentically represent the stories and people of the past", and "heritage tourism can include cultural, historic and natural resources
  31. 31. 3. Ecotourism - tourism directed towards exotic natural environments, intended to support conservation efforts and observe wildlife. Climate change tours, to capitalise on one of Tuvalu’s strengths: the fact that many potential visitors know it’s in danger from rising sea levels, and that it receives aid for renewable energy and climate change adaptation projects. Perhaps these tours could visit and learn about current projects (renewable energy projects), include information about climate change and how it is affecting small island nations, meet local people doing interesting things. With a take-home message: how tourists can reduce their impact in their home countries, and thereby help Tuvalu. As far as I know, such tours aren’t being offered anywhere else in the world. Perhaps this could be a Tuvaluan first?
  32. 32. 4. Multiple destination tourism ‘niche products’ - defined as a single trip that includes visitation to destinations shared by two or more countries that offer and promote a joint tourism product or route (Fiji + Tuvalu (Funafuti + outer island) product. Promoting multi- country destinations can be an efficient and profitable strategy to attract visitors that might not otherwise consider visiting
  33. 33. The future of Tuvalu is perfect for development of SUSTAINABLE TOURISM (Niche tourism products for niche travelers) Focused on needs of the Enlightened Traveler (Not about #s (quantity) but on quality impact visitors (high yield) with best interests on long term sustainability of islands, people and culture at heart.  Niche Product identification  Niche Product Development  Niche Tourism product policy, standards, enforcements  Niche Product packaging + pricing  Marketing – distribution to specialist (niche) travel agents, travelers, tourists..  Niche product Marketing strategy + planning + execution + Brand Tuvalu
  34. 34. SPTO’S CULINARY INITIATIVES 2014-2015 DEVELOPMENT at REGIONAL LEVEL
  35. 35. • Objective - to enhance the sustainability of the country’s tourism sector through greater use of local produce and less reliance on foreign imports • conducted 3 regional and 4 in-country Culinary Training Workshops • 2 regional workshops in Fiji (11 PICs: Cooks Is, Samoa, Niue, Tonga, Solomon Is, Kiribati, Vanuatu, Fiji, PNG, Palau and Tuvalu) CULINARY WORKSHOPS UNDER EU PROJECT
  36. 36. • 1 regional workshop in Samoa (Samoa, Tonga, Vanuatu, American Samoa, Solomon Islands) • 2 in country workshops in Samoa (Upolu & Savaii) • 1 in country workshop in Tonga • 1 in country workshop in Solomon Islands • A total of 162 chefs trained • 1 in country workshop in Tuvalu on customer service and food & beverage training, food preparation & handling techniques (July 2018)
  37. 37. • Developed a network of Pacific Culinary Contacts to share ideas and recipes etc. • Developed strategic partnerships, opportunities and funding resources amongst developing partners (such as SPTO, PIPSO, CTA, SPC-PAPP) that will strengthen the link between tourism and the agriculture sector. • Produced culinary training manuals and DVDs
  38. 38. LESSONS LEARNT – WAY FORWARD
  39. 39. • Need for a Pacific Agri-Tourism and Seafood Strategy for the Pacific encompassing a robust Pacific Chefs Development Strategy (SPTO, PIPSO…) • Need for the Agriculture Sector to ensure consistency and quality produce to the tourism and hospitality industry (Tuvalu) • Subsistence farmers to establish cooperatives to market their supplies and link with the tourism industry (Tuvalu)
  40. 40. • Consistent culinary capacity building for member countries needed (SPTO, PIPSO…) • Pacific Islands to establish national Culinary Associations and a pool of in-country qualified trainers (Tuvalu) • Regular dialogue and strategic partnerships between partners/donors to pool resources and avoid duplication (country and regional level)
  41. 41. THANK YOU

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